November 18, 2016, the Eighth Session of Jinding International Festival of Creativity was held in Beijing. Kazuki Tsuburaku, ECD, Beijing Dentsu CDC China was invited to participate in the "Creative + IP+ VR" session, and gave a keynote speech titled Contents is King.
Kazuki Tsuburaku, ECD, Beijing Dentsu CDC China
The forum site
Kazuki Tsuburaku mentioned his understanding of content in his speech. “The content, refers not only to music, movies, sports and other entertainment content, but also all the things done in our industry. Content is all things that can move people and drive behavior.” Dentsu is very good at using content to help brands achieve the desired effect, such as the content concretization for low involvement products in the “Life Is Electric”, the content concretization for color in the “Nameless Paints”, as well as the content concretization for the product in the “Happy Pocky Faces!” and other wonderful award-winning works. By analyzing these works, Kazuki Tsuburaku gave an in-depth interpretation of how to utilize content, so that consumers feel the surprise and fun.
Life Is Electric, Dentsu Tokyo Grand Prix work in the 2016 Cannes Lions
Nameless Paints, Dentsu Tokyo Silver Prize work in the 2016 Cannes Lions
Happy Pocky Faces!, Beijing Dentsu Bronze Prize work in 2016 AMES
Through these cases, it's not difficult to find that all the creative works that can move people are built on deep insight and thinking of human nature, as Kazuki Tsuburaku in mentioned in the end of his speech, “Technology is only a means, not the content. The most important is the ability to create contents that make people change their mind and lives.” In the future, Beijing Dentsu will continue be dedicated to the exploration of content, to create more insightful works, to show our innovation and persistence in creativity and professionalism.
* About Kazuki Tsuburaku, ECD, Beijing Dentsu CDC China：For many years, Kazuki Tsuburaku has worked in communication design of unified strategy, creative and digital works in Dentsu Tokyo. He is also experienced in product development and brand consultancy. In 2014, he came to China and set up CDC China in Beijing and Shanghai. He has won awards in Cannes, AD Fest, Spikes, AMES and other international awards, as well as the China Advertising Great-wall Awards, One Show Greater China, Effie Greater China, China 4A Golden Seal Awards, LongXi Creative Awards and many other domestic awards. From 2015, he has served as the judge for Young Lions China region, and has actively participated in the training of the young creative talents.